Strategi Taman Nasional Gunung Gede Pangrango (TNGGP) dalam Pengembangan Promosi Kegiatan Ekowisata

Abstract

Mount Gede Pangrango National Park has a high potential ecotourism site to be promoted. In this case, promotion of ecotourism in Mount Gede Pangrango aims to attract both tourists and partners to devote in ecotourism activities. The purposes of this research are to evaluate recent strategies of ecotourism promotion and to map new strategies of Mount Gede Pangrango National Park in promoting ecotourism. The mapping of these promotion strategies is based on SWOT analysis. Ecotourism promotion in Mount Gede Pangrango National Park has acquired four components of promotion mix which are advertising, personal selling, public relation, and promotion selling, but has not used all promotion media and has not done promotions gradually. Promotion has not been effectively accepted by public. Data shows 71% visitors get information word of mouth, 14% from printed media, 11% from school/work place, and 4% from internet. The result of this SWOT analysis puts promotion in second quadrant, namely stability strategy. Stability strategy is consolidation strategy for reducing weaknesses and maintaining recent market. Stability aims to maintain such condition by using opportunities and restore weaknesses. This strategy leads to a project opening opportunities for private sectors to work on ecotourism, doing cooperation with airports and airlines services, tourism bureaus, mass media, hotels, and also uses an appropriate promotion media for introducing Mount Gede Pangrango National Park. Based on the exposed analysis, strategic ecotourism promotions can be conducted are : using the website of TNGGP by preparing interesting information, cooperation with tourism bureaus by setting or planning tourism packages, cooperation with airport, cooperation with mass media, doing direct mailing promotions, maintaining infrastructures which provides information on ecotourism, raising ticket’s prize, giving courses to human resources, developing new potential tourism sites.